Is Uber's Rise Rooted in Emotional Marketing & Strategic Collaborations?

Uber has been seen using various methods to captivate customers and establish deep emotional relationships with its marketing strategies. The company's rise attributes to a blend of creative promotions, emotional advertising campaigns, and a sustained commitment to safety and trust.

Uber's adeptness at forming strategic partnerships has emerged as a key strength, enabling the company to expand its services and reach previously untapped customer segments. In 2023, Uber solidified crucial collaborations with prominent businesses such as Lithium Urban Technologies, Everest Fleet Pvt Ltd, and Moove, resulting in the deployment of 25,000 electric cars on the Uber platform in India within the next two years. Additionally, Uber joined forces with Zypp Electric to introduce 10,000 EV two-wheelers in Delhi by 2024. Furthermore, the ride-hailing giant established a seven-year cloud partnership with Oracle Cloud, paving the way for innovative product launches and increased profitability.

Uber has also partnered with GMR Green Energy to provide fast charging for its electric vehicles, and it is expected that its global partnership with BP will extend to India through Jio-BP. Additionally, Uber will work together with SIDBI to access $1 billion in EV finance.

Moreover, Uber adapts its marketing strategies to resonate with specific cultural nuances and preferences through localised marketing strategies. This approach enables Uber to connect with users on a deeper emotional level, fostering a sense of belonging and trust in the brand.

On brand collaborations in the digital space, Ameya Velankar, Head of Marketing – India, South Asia, Uber commented, “At Uber, we choose to collaborate with influencers and celebrities whose values align with the brand. As an example, we engaged with the ever-so-young and always-upbeat, Anil Kapoor for our #RentalHealthDay campaign to encourage people to skip the stress of driving for a happier mind and day. Authenticity is another key component that drives our decision to choose our collaborators. We roped in celebrated and adored TV couples such as Jasmin & Aly Goni from Bigg Boss and actor/content creators such as Krishna & Chirag and helped them skip the stress of driving during their wedding shopping spree. Their real-life experiences with the brand amplified the marketing communication with trust and credibility for us.”

With a focus on creativity and storytelling, Uber has run engaging social media campaigns that strike an emotional chord with its audience. By leveraging influential figures such as comedians and local celebrities for their advertising campaigns such as #SaathChale for Uber Art Auto and #GoAnywhere for Uber Intercity, Uber connects with users on a personal level, making their journey with the platform feel like more than just a ride. 

On the connection with users with advertising, Velankar states, “While emotional impact advertising is a powerful tool, Uber has always strived to use it towards creating a positive and uplifting experience for all its consumer segments. Our recent campaign for Uber Auto Art was rooted in celebrating the spirit of resilient aspirers by giving them a dose of delight on the roads. We extended the emotion by collaborating with popular Indian comedians and spreading messages of motivation for people on the streets and bringing a smile to their faces in the midst of all the daily grind and hustle that they go through. Our campaigns are intended to be purposeful yet playful at the same time, making them more universal and relatable.”

Safety has always been a top priority for Uber, and the company has invested significantly in its marketing and safety teams to enhance customer trust and confidence. Uber has launched innovative safety features within its app, such as real-time ride tracking and emergency assistance buttons, which are heavily promoted through its marketing efforts.

On a safety note, Velankar explained, We are continuously building towards making Uber the safest platform for riders. We rely on in-app communication with riders and drivers to educate them about the distinctive safety features available to them. We recently launched an Audio Seatbelt Reminder for passengers in the backseat, which was amplified through select media and owned channel outreach. However, we are open to exploring partnerships and collaborations to reiterate Uber’s safety goals if and when the need arises.”

Uber is expected to witness innovative advertising campaigns, brand collaborations and leverage social media to expand its audience. Through unique partnerships, localised marketing, and innovative safety features, Uber has managed to build strong customer loyalty.